Lead Generation Marketing To Nurture Leads
People are under the assumption that getting as many leads as possible is always the best. Worse yet, people feel that all the leads they’re getting will ultimately lead to many more sales. Although it’s never a bad thing to get many leads, the one fact still remains the same that if you don’t qualify and nurture these leads, it’ll lead to nothing.
The goal of lead nurturing is to help customers down the buying journey. It’s about helping them progress through every step of the way to eventually becoming a sale. This nurturement is one of the key factors in a high customer retention rate, which then leads to recurring customers that don’t require as much marketing as time goes on.
Go On The Journey With Your Customer
We define lead nurturing as the following: It’s consistent and meaningful communication with potential customers regardless of their timing to buy. As we just stated, it’s not following up with them every few months and asking if they’re ready to buy; that’s not lead nurturing. It’s more about building a long-sustainable relationship with your customers.
The first and most important step is to start thinking like a customer.
Step #1 Think Like A Customer
Become the customer. Think of the actual experience they go through when going through your customer journey. What are some of the behaviors that your customers are going through? When you start thinking like a customer and less like a salesman, you’ll start to develop a better customer journey for them to embark on.
A customer journey map tells the story of a customer’s experience. This means the experience is everything between the first initial contact and when the sale is completed.
To be understand, ask yourself some of these questions.
- What are they doing?
- What are they thinking
- How are they feeling?
Answer these questions at each stage of your buyer journey. Help them find answers they may be asking themselves at each stage. For example, one of the questions customers may be asking during the initial stages is “Is this company credible?”. How can you answer it in a form that would be satisfying to a customer at this point of the buyer journey?
Create value by giving them useful information that they can absorb and digest. Don’t overwhelm them either or you risk over-complicating it.
The ultimate goal of having a customer journey map is to have much better insight into what a customer wants.
Step #2 Plan Your Nurturing Path
Invest in creating content that’s actually valuable to your customers. Here’s the catch: Create content that will not only get people to come, but give them content that will drive the customers further down the buyer journey.
Too many times we’ve seen companies get traffic to their content but that’s it, people leave after just the one page and don’t progress. As a sales-driven company, give them content that leads them to want to know more. Building curiosity and interest in your content will nurture your customers to not only want to know about your company, but they’ll be intrigued in wanting to know more about what you can do for them.
The goal is progression. Help the customers advance easily through each step. It’s worth noting that every nurturing path changes with every demographic criteria.
Step #3 Walk Them Through The Path
Guide them toward the best decision that matches their needs. Think of yourself as the trail guide who points out every bit of information that is useful for the customer during their journey.
Don’t push them through the journey too fast either. You don’t want to end up with an exhausted customer who doesn’t feel good with the journey and will not feel comfortable turning to you for the rest of the path.
During a sale, a customer requires you to:
- Must be familiar with you and your company and with what you and your company do.
- Must perceive you and your company to be an expert in your field.
- Must believe that you and your business understand his or her specific issues and can solve them.
- Likes you and your company enough to want to work with you.
By providing them with valuable information, you’re becoming more of a trusted advisor rather than just a salesman. You don’t sell, rather you provide insight. You provide solutions within your expertise and as a result, you’re the first company they turn to when they need help.
Step #4 Continue Walking The Journey
As it turns out, long-term leads account for almost 40 – 70% of sales. What this means is that companies that don’t take potential customers that require a bit more attention are losing out on potential sales. Yes, that’s a large margin of sales to be losing out on. Learn more with Lead Generation Services Report to get the full details.
The key is to always be available to provide potential customers with useful information to make their decision-making process easy on them because if you don’t your competitors will.